온라인 상에서의 가치적합성, 관계품질, 관계성과에 대한 연구

다국어 초록 (Multilingual Abstract)

The Internet is an extremely important new technology, and many have argued that the Internet renders competitive strategy obsolete. However, this is a dangerous assumption. The winners will be those that view the Internet as a complement to, not a cannibal of, traditional ways of competing (Porter, 2001).
In the on-line environment, the traditional significance of physical location is minimal. Consequently, organizations must develop new means to differentiate themselves in a highly competitive on-line environment. They can achieve differentiation by building a perception of value congruence.
This study explores how value congruence contributes to the formation of relationship quality and how it might influence the behavioral intentions of customers.
It was hypothesized that perceived values, communicated through an organizations core values, core purpose and envisioned future, may have an effect on the relationship quality, and relationship quality may have an effect on willingness to revisit, to spread positive word-of-mouth recommendations, to disclose personal information and to pay price premiums to their web-sites.
Over 400 people participated in the study, with 387 contributing usable data in the final analysis. Subjects rated their perceived value congruence with selected web-sites as well as their level of satisfaction, trust, commitment and behavioral intentions. It was expected that perceptions of shared values would be an important factor in motivating trust, satisfaction, commitment and behavioral intentions.
This study found that value congruence played an important role in mediating relationship quality (satisfaction, trust, commitment) and had a powerful effect on various behavioral intentions.
In brief, the result demonstrated that ① value congruence has a direct effect on trust, relationship commitment and has an indirect effect on satisfaction, ② some connections exists among trust, satisfaction and commitment, ③ trust effects willingness to revisit, to spread positive word-of-mouth recommendations, and to pay price premiums, ④ satisfaction and commitment effect willingness to revisit, to spread positive word-of-mouth recommendations, and ⑤ trust, however, has no significant effects on commitment and willingness to disclose personal information.
The results suggest that value congruence can be a critical component of an organization's overall relationship management strategy. By wisely using this concept, organizations can create long-term, positive relationships with consumers in the on-line environment.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 연구의 배경 및 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 4
• 제 2 절 연구의 방법 및 구성체계 = 5
• 1. 연구의 방법 = 5
• 2. 연구의 구성체계 = 6
• 제 2 장 문헌연구 = 7
• 제 1 절 온라인환경과 관련된 용어 정의 = 7
• 제 2 절 가치 및 가치적합성에 대한 고찰 = 10
• 1. 가치의 개념 = 10
• 2. 조직의 표방가치가 소비자에게 미치는 영향 = 15
• 3. 가치적합성의 개념 = 19
• 제 3 절 관계품질과 관계성과에 대한 고찰 = 24
• 1. 관계품질의 구성요소 = 25
• 2. 만족 = 28
• 3. 신뢰 = 33
• 4. 관계몰입 = 37
• 5. 관계성과 = 40
• 제 4 절 가치적합성이 관계품질에 미치는 영향 = 42
• 1. 가치적합성이 관계품질에 미치는 영향에 대한 이론적 근거 = 42
• 2. 가치적합성을 통한 태도의 형성과 변화 = 52
• 제 5 절 관계품질이 관계성과에 미치는 영향 = 57
• 제 3 장 연 구 설 계 = 61
• 제 1 절 연구가설 및 연구모형의 설계 = 61
• 1. 가치적합성이 관계품질(신뢰, 만족, 몰입)에 미치는 영향 = 61
• 2. 관계품질 구성요소(신뢰, 만족, 몰입)간의 관계 = 63
• 3. 관계품질이 관계성과에 미치는 영향 = 63
• 4. 연구모형의 설계 = 66
• 제 2 절 변수의 조작적 정의와 측정항목 = 67
• 1. 가치적합성의 조작적 정의와 측정항목 = 67
• 2. 관계품질 구성요소(신뢰, 만족, 몰입)의 조작적 정의와
• 측정항목 = 69
• 3. 각종 관계성과(온라인상 행위의도)의 조작적 정의와
• 측정항목 = 71
• 제 3 절 조사방법의 설계 = 74
• 1. 조사설계 = 74
• 2. 표본추출방법과 표본의 크기 = 78
• 3. 설문지의 구성 = 78
• 제 4 장 연구결과 = 81
• 제 1 절 표본의 특성 = 81
• 1. 데이터 수집 = 81
• 2. 표본의 인구통계적 특성 및 인터넷이용행동 특성 = 82
• 제 2 절 척도의 신뢰성과 연구모형의 타당성 = 84
• 제 3 절 가설 검정 = 89
• 1. 가치적합성이 관계품질에 미치는 영향에 대한 가설검증 = 89
• 2. 관계품질 구성요소간의 관계에 대한 가설검증 = 90
• 3. 관계품질이 관계성과에 미치는 영향에 대한 가설검증 = 90
• 4. 가설검증 결과 요약 = 92
• 제 5 장 연구의 시사점과 한계점 = 95
• 제 1 절 연구결과 요약 = 95
• 제 2 절 연구의 시사점과 의의 = 97
• 1. 연구의 시사점 = 97
• 2. 연구의 의의 = 98
• 제 3 절 연구의 한계점 및 발전방향 = 99
• 참 고 문 헌 = 101
• ABSTRACT = 128

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